Sports Reign Supreme on Indian OTT Platforms Despite Original Content Push
Big-ticket sporting events remain the primary attraction on over-the-top (OTT) platforms in India, even as streaming services invest significantly in original shows and movies. According to data from media consulting firm Ormax Media, the India vs New Zealand men's cricket series on JioHotstar garnered an impressive 17.2 million views during the week of 19-25 January, followed closely by the Women's Premier League with 6.6 million views.
Traditional Television Shows and Limited Web Series Presence
Television shows such as Anupama, Naagin, and Laughter Chefs also secured spots in the top 10 most-watched OTT properties list. However, aside from the Netflix original Taskaree, no other web series managed to feature in this elite ranking. This highlights the ongoing dominance of live sports and familiar television content over scripted digital originals in terms of immediate viewership numbers.
The Habit-Driven Appeal of Sports and GEC Content
Experts note that sports properties, though seasonal, continue to witness massive demand due to effective promotion and algorithmic pushes by platforms. Saurabh Srivastava, Chief Operating Officer of Digital Business at Shemaroo Entertainment Ltd., explained, "Sports is habit-driven; it gives viewers a reason to show up at a fixed time. Watching GEC (general entertainment channel) content on OTT mirrors TV behaviour, with added comfort and flexibility." He added that movies benefit from theatrical marketing and star power, which translates well to OTT platforms.
Short-Term Reach Versus Long-Term Engagement
While sports deliver rapid scale through appointment viewing, original content plays a crucial role in building viewer loyalty and platform differentiation. Srivastava emphasized that daily app usage during tournaments can shape viewing habits, potentially spilling over into non-sports content and aiding original show discovery. However, platforms face challenges with content discoverability and limited viewer patience, rather than quality issues.
Pankaj Krishna, Founder and CEO of Chrome Data Analytics & Media, stated, "In India's OTT ecosystem, different content types serve different strategic roles. Sports delivers instant scale, but originals and films build long-term engagement and platform equity." Data supports this: the New Zealand tour of India reached 37 million viewers on JioHotstar in two weeks, while Fallout Season 2 on Prime Video attracted 6.2 million viewers.
The Unique Challenge of Web Series
Munish Vaid, Vice-President at Primus Partners, pointed out that web series often get binge-watched and quickly exit weekly charts, unlike cricket matches or serials that sustain viewership over time. "The online series creates massive impact in shorter durations, brilliant for acquisition and PR but not necessarily for weekly viewing," he said. Platforms are experimenting with formats like "season drops" and "mini-series" to extend reach.
Brand Loyalty Through Original Content
Despite sports' dominance, original web series are key to fostering brand loyalty. Ujjwal Mahajan, Co-Founder of Chaupal, noted that movies and shows together help retain users, with top films and quality originals driving engagement. He added that while local leagues can attract users, they remain supplementary due to limited availability and competition.
Strategies for Platforms Without Sports or GEC
Rajat Agrawal, COO of Ultra Media & Entertainment Group, suggested that platforms lacking sports or GEC content can focus on niche genres like horror, science fiction, or regional content. "They can invest in unique, high-quality content that resonates with audiences, partner with other services, or offer affordable plans," he advised, emphasizing that mass appeal, strong IP, or loyal audiences are priorities in content greenlighting.
In summary, while sports continue to lead in short-term viewership on Indian OTT platforms, a balanced approach incorporating original content is essential for sustained growth and audience retention in this competitive digital landscape.
